Still relying on the same marketing tactics you used last year? That might be why your customer pipeline is thinning.
B2B financial services marketing teams face a set of unique obstacles that most generic strategies just don’t solve, including:
- Complex, hard-to-explain products. Financial services don’t sell themselves, especially when your audience doesn’t fully understand how they work.
- Distrust and compliance fatigue. In a post-FTX world, skepticism runs high. B2B buyers want transparency, not jargon, and proof you’re playing by the rules.
- Long sales cycles with invisible drop-off points. You’re investing in lead generation, but deals stall because your content and nurture flows aren’t aligned with how your target customers buy.
If you’re part of, or run, such a team, then the challenge is clear: how do you market smarter in a fast-moving financial services market?
This article breaks down five B2B financial services marketing tactics that are working right now for brands in your position.
As a specialist financial services-focused content marketing agency, we’ve honed the skills, data insights, and SEO expertise to help high-growth teams turn complex messaging into traffic and customers.
Table of contents
- What does B2B financial marketing include?
- 5 B2B financial services marketing tactics to give your fintech the edge
- Future-proof your B2B financial services marketing with Mint Position
Struggling to get B2B leads? Book a no-cost consultation with the Mint Position team, and we’ll show you how to build interest in your brand and get more customers.
What does B2B financial marketing include?
B2B financial marketing is how fintechs, financial services companies, and institutions connect with decision-makers over sales cycles.
Its goal is to guide them from first contact to a confident purchase by building a rapport and trust with them in a high-stakes, regulation-heavy environment.
This goal is difficult to achieve, so a modern B2B financial services marketing strategy should be strategic and multi-faceted. It typically includes:
- Account-based marketing (ABM): Highly targeted campaigns aimed at specific stakeholders within key accounts, often supported by CRM data and personalization tools.
- Content marketing: In-depth case studies, whitepapers, and webinars are all excellent examples of fintech content marketing that explain use cases, tackle objections, and position your brand as a trusted authority.
- Thought leadership: LinkedIn posts, bylined articles, and SME-led interviews that help build credibility and brand awareness across your niche.
- Marketing automation: Tools that sync with your CRM to streamline campaigns, improve conversion rates, and optimize customer journeys.
- Social media and paid campaigns: Amplifying your best content to the right audience segments, especially for fintechs targeting niche B2B buyers.
In short, it’s an orchestrated set of marketing efforts built around your buyer journey. Done right, it shortens sales cycles, earns attention from the right prospects, and sets the foundation for long-term business growth.
Yet in a crowded and fast-changing market, sitting on your marketing laurels can be fatal.
Next, we’ll look at how you can strengthen your B2B financial services marketing tactics to make this growth happen.
5 B2B financial services marketing tactics to give your fintech the edge
As someone familiar with B2B marketing in financial services, you’ll already know the fundamentals – building awareness, nurturing leads, and proving ROI in a complex sales environment.
The following five tactics, however, go beyond the standard playbook. They’re designed to help your fintech brand stand out in the current crowded market, so you can attract the right leads and accelerate growth.
1. Give your SEO strategy a GEO update
Traditional SEO isn’t dead – but it’s no longer enough on its own.
Today’s best-performing B2B financial services brands are adapting their content strategies for AI-powered large language models (LLMs) like Perplexity and ChatGPT.
This evolution, known as GEO (Generative Engine Optimization), intertwines product-focused SEO with what experts are calling “visibility diversification.”
“Visibility diversification is now a key strategy”, says Justin Calderón, founder of Mint Position. “Start planning to improve your visibility with LLMs while maintaining a strong search engine presence. It’s better to start now than arrive late to the game in another year.”
You can get started improving AI visibility with a few tweaks to your fintech SEO strategy.
Start by listing out top-converting BOFU (Bottom-of-Funnel) content and the transactional SEO keywords linked to them. Here, we recommend using your GA4 or CRM to identify SEO keywords that bring in the most conversions for your business. You will then need to transform these BOFU keywords to GEO search prompts that match the conversational tone that generative AI models prioritize. This is where SEO vs GEO work starts to diverge.
You can use ChatGPT to help convert your SEO keywords to GEO search prompts, and we recommend that you focus on transforming high buyer-intent SEO keywords that fit into the templates below. (Note: ChatGPT can also provide “estimated monthly intent volume” for each search prompt, but as volume is measured differently for GEO prompts, keep in mind that this is an emerging metric that is likely not fully refined as of the time of writing.)
We put a vs. page at the top of this table for a reason. AI engines love this type of comparison because it mirrors the way users search and make decisions.
When your target customer types a query like “Product A vs Product B,” they’re signaling high buyer intent, and AI search tools are designed to pull the clearest, most structured answers from across the web for them.
If you don’t create this content yourself, AI will synthesize it from whatever’s out there: often outdated, inaccurate, or pulled from a competitor’s narrative.
A strong vs. page lets you control the comparison and show how your product is the best fit for what they’re looking for.
You can go further by building online authority elsewhere on the web. AI engines pull brand mentions, quotes, and reviews from dozens of sources. That means how and where your brand shows up matters more than ever. These places could include:
- Guest posting on authoritative sites
Getting coverage on trusted financial and business publications with high domain authority is an excellent way to gain respect. Focus on “vs.” or comparison content on external sites and commentary on compliance, tech, or market shifts.
- Industry reviews and directories
Another smart move is to encourage satisfied clients to leave reviews on high-visibility B2B software directories or forums. Then, link back to those reviews in sales and nurture flows to build a trust signal for both humans and machines.
Finally, subject matter experts are a powerful draw. In a content world besieged by bland, AI-generated filler, this is your chance to really stand out by providing authority and original insights from people who have something valuable to share.
External analysts and influential voices in your field are, of course, a great source of knowledge, but you may already have the intel you need within your own organization, including:
- Product managers (roadmap, features, integrations)
- Data scientists (AI, personalization, risk modeling)
- Compliance officers (regulatory expertise)
- Industry analysts (macro trends, positioning)
Their know-how can lead you to a wealth of powerful content, from blog posts and white papers to podcast episodes or video explainers.
You can also break it down, engaging social media snippets and even internal enablement material for sales or support.
In a world where AI determines what gets seen first, credibility is compoundable. The more high-quality signals you send, the more likely you are to win trust, both from your target audience and the tools that surface your brand.
2. Engage with your online community
Customer communities are a well-known B2C marketing strategy, but they’re also becoming increasingly effective in the B2B world.
Engaging in the right places, with the right tone, helps you meet your audience where they already are and positions your brand as a credible, helpful presence.
Reddit: Where hidden B2B buyers go to talk business
Reddit is emerging as a goldmine for insight and visibility – if you approach it the right way.
The platform is an intricate web of activity that attracts B2B decision makers (DMs) who do not appear on competitor platforms. Almost half (43%) of Reddit DMs are not on LinkedIn, for example. This is a huge store of untapped potential.
Percentage of B2B DMs that do not appear on other social networks
Source: Business Reddit
First, you’ll need to identify active subreddits where your audience hangs out. Think r/fintech, r/smallbusiness, r/startups, or niche tech and compliance communities.
Once you find your spots, you’ll need to add value first. Your target customers are business professionals, too, so they’ll spot a sales pitch a mile away. Instead, focus on how you can help them.
What works: showing up consistently, answering questions with depth, and offering genuinely useful resources.
What doesn’t work: drive-by self-promotion or tone-deaf posts that scream “brand.”
Get it right, and Reddit can become a steady, high-intent referral source and a real-time window into your audience’s needs and pain points.
LinkedIn: Still the powerhouse for B2B credibility
LinkedIn is still unmatched for professional credibility, with 85% of B2B marketers rating it as their most valuable social media source. Every financial service brand should make sure it carries out the following:
- Optimize your company page with a sharp tagline, consistent visuals, and regular content.
- Launch an employee advocacy program to organically amplify your message.
- Share original thought leadership through the posts, articles, or video interviews mentioned earlier.
- Engage with industry influencers and groups to grow visibility and network reach.
Done right, community building is a slow burn that builds recognition, then trust, and engagement over time, both with humans and the algorithms deciding what gets seen first.
3. Only create lead magnets built from expert interviews
Gone are the days when generic gated PDFs were the go-to lead magnet for B2B brands.
If you want to earn attention (and qualified leads), you’ll need to offer something genuinely useful that your potential customers will want.
Ebooks and whitepapers still work, but only if they solve real problems. Deep dives on thorny industry issues, practical guides with clear takeaways, or new data your audience can’t find elsewhere are the best ways to get your content shared, and leads to rise.
The key is to infuse these with unique perspectives.
This is where expert interviews become invaluable. Interview internal subject matter experts to unearth proprietary insights and innovative solutions your team has developed.
You can then extend this by interviewing external industry leaders, analysts, or even your most successful clients. These interviews can form the backbone of your lead magnet because they provide the credibility that fintech professionals crave.
Imagine a lead magnet built around “5 CEOs Share Their Secrets to Scaling Secure Fintech Infrastructure” or “The CFO’s Guide to AI-Driven Financial Forecasting: Insights from Leading Institutions.”
You can then amplify this expert content by repurposing it strategically. If your audience lives on LinkedIn, meet them there with this content.
Extract stand-out quotes from your expert interviews and transform them into engaging LinkedIn carousel posts. These snackable snippets not only boost engagement but also drive traffic to your full lead magnet.
Native lead gen forms make it easy for users to express interest without leaving the platform, and they’re gold for collecting verified, professional customer data.
Indeed, LinkedIn is ranked as the best network for lead gen, garnering a 13% lead conversion rate, according to a recent study – more than five times the industry average.
Also, if you’re running Google Ads, then don’t send traffic to your homepage. Build dedicated landing pages that match search intent and focus on one clear goal.
Finally, if someone’s deep into a blog post on a niche pain point, offer a more detailed resource, like a worksheet, checklist, or industry report, embedded within the piece. This smart content upgrade will likely capture the lead while they’re still engaged.
4. Webinars and virtual events (done right)
Webinars have garnered a reputation for being tedious and self-important, but that’s only because companies aren’t doing them right. The key is to think more like a live problem-solving session than a slide deck marathon.
Here’s a rundown of what you can do to achieve this.
- Pick a timely topic your audience is already talking about. This could be compliance shifts or AI underwriting: whatever it is, it must be relevant.
- Bring in experts from both inside and outside your company to make the conversation richer (and more credible).
- Make it interactive with live Q&A, polls, or chat. If it’s one-way, it’s forgettable.
- Follow up fast with useful content like the recording, related articles, or a rep reaching out to help.
Another webinar tactic that many financial brands are using is to give a practical demonstration of their product with a clever twist.
“A subtle and effective approach is to go into ‘challenge mode’ and demonstrate your solution using one of the webinar attendees’ businesses,” says Said Shiripour, EO and Founder of Software as a Service, EZFunnels, speaking to Forbes.
For instance, if you offer a cash flow management platform for small businesses, rather than listing product features, use anonymized data from one of the attendees to walk through how your tool forecasts cash gaps and recommends actions.
This is a great way of using real-life businesses to create high-trust content you can repurpose across channels.
5. Marketing compliance without losing the customer
Regulations like GDPR, PSD2, AML, and KYC shape how financial services operate, and your marketing needs to reflect that seriousness.
At Mint Position, we have seen that writing about regulations is also a very low-hanging fruit opportunity – keywords are often easy, and competitors are usually behind the curve in directly addressing these clunky topics.
The trick is how you communicate it.
When you demonstrate strong compliance, you signal to your prospects that their data and transactions are safe with you and keep your company away from heavy fines and reputational damage.
Yet, regulatory language can get overwhelming.
Working with experts in this area is the best way to make sure you stay accurate while translating complex requirements into clear, customer-friendly messages that build trust.
Security also plays a huge role in establishing credibility. Don’t just mention it in passing: highlight the specific protocols your platform uses, like encryption standards, data handling practices, and industry certifications such as ISO or SOC reports.
Finally, a privacy-first mindset is becoming a must-have, not just a nice-to-have. When you openly communicate how you handle data, including how it’s collected, used, and protected, you show respect for your customers’ privacy.
This kind of transparency is a real differentiator, especially as buyers grow more cautious and selective about who they trust with their information.
Future-proof your B2B financial services marketing with Mint Position
The fintech world never stands still. Innovation moves fast, and so do customer expectations.
For B2B financial services marketing teams, staying ahead of the competition means anticipating how search and content consumption will evolve.
Integrating GEO alongside traditional SEO is now essential to cut through the noise and win visibility in AI-driven search results, powering brand awareness and lead generation like never before.
At Mint Position, we live and breathe these shifts.
We’ve helped financial services companies adapt, grow, and build trust in a fast-changing industry. Because no matter how advanced the technology, it’s credible content and genuine human connection that close deals and build lasting customer relationships.
Want to increase your visibility to new customers? One of our clients recently became the #1 most visible US site in their field, with a 300% increase in traffic in six months.
Still wrestling with new GEO requirements? We recently helped a client secure #1 brand mentions on Perplexity and Google AI Overviews for transactional search prompts.
Need more qualified B2B leads? That same client gained 700+ new leads per month with our approach.
As a specialist B2B financial services marketing agency, we work closely with CMOs and sales teams to turn complex financial products into clear, compelling value propositions.
Ready to elevate your fintech marketing strategy and drive real business results? Let’s talk.
Ready to get more B2B customers? Get in touch with us and we’ll show you how we can help you grow in a fast-changing financial services industry.
